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Agricultural tourism
provides a bridge between agricultureandcultural tourism .
Agricultural tourism, or
”agritourism”, is an attractive alternative to improve
the income and potential economic viability of small farms, rural
communities and whole regions. A closer look to the great variety of well
developed agritouristic enterprises in the Val d‘ Orcia in
southern Tuscany reveals the astonishing success of this new kind of
tourism. My following concerns try to give insight into cultural and
economical mechanism making this possible.
1. Agritourism and rural life
Cultural revival - the rediscovery of forgotten and dispersed
cultural elements – is very much linkend to agritourism in rural italy.
For the last two decades the implementation – with support by the
european comunity in brussel – of agritourism in the Val d’Orcia shows
an increasing success by attracting potential visitors to rural life and
its traditions. It satisfies the desire of an increasing number of people
to experience authentic traditions, traditional knowledge and approach
cultural roots. Many people working in agriculture realized the
oppurtunity of restoring and creating space on their farms to hospitate
tourists. The automatization of the agriculture cut a lot of work and
tourism in our days helps to avoid the "esodo del paese” the escape
from countryside by creating new posts of work. This tendency leads on the
other side – in hosting communities – to new collective identity and
legitimation of common habits and common live.
Cultural patterns of this tendency can be defined. A small village new
siena f.i. has an incredible success every summer with its amateur-theater.
A large number of inhabitants – from schoolchildren to the older
generation – participate at these events dealing with the local approach
to tourism, but also sms and gameboy-age , genetic and nanotechnology. The
result is a strong sense of what is ”us” and what is ”them”.
”Noi di Monticchiello”, ”we from Monticchiello” therefore is a
terminus often used. Like ”we enjoy progress but nothing which goes
beyond a human dimension” because ”we regard certain innovations
crucial to human life”. But the theaterplays also give a smile to what
was reality in the past. Its not yust gloryfiing everthing which was part
of a so called ”great past”. It puts an eye on the ”how” and puts
a questionmark on the ”how” things are confrontated today, being a
critical observer. One of the main protagonists of the theatro, Lucino
Grappi, peasant and living with grandfather and brother in the same podere,
asks ironicly about the increasing touristic invasion every summer:
”Shall we sell tinned countryside-air?” Apart from new sources of
income Tourism brought recognition for local products like terracotta (pottery),
wine and cheese. The sheep-cheese ”pecorino” originally introduced by
the sardiniens in this area (people migrating from the island sardinia in
the sixties) has become a famous synonym for a high quality product from
rural tuscany.
Cultural identity means here – as we can observe - to deal with todays
life without reproducing past but to create new selfunderstanding.
2. Trends in agritourism
Creating a visitor profile of the kind of tourists interested in
agritourism is very difficult due to their diversity of interests and the
general lack of targeted market research. Thus, only general comments can
be given here, based on the results of practical experience in tuscany
agritourism destinations. Whatever the motivation though, almost
everybody is looking for a personal experience. After all, the only thing
left after a holiday is a memory, if the holiday was not satisfactory it
is not possible to take it back and get it replaced. As a consequence, the
choice of holiday is very much based on non tangible factorssuch as
feelings, moods, fashions, trends, … .
Especially the representation of tuscany in the media (movies, advertising,
life of well known people etc.) forms images people like to
”re-experience”and to fulfill in reality. The criterium of so called
”authentic experiences” though experiences which a characteristical
for – todays - rural life might be subject of further research –
as the questions who rises and creates such criteria is very interesting.
Tourists in search of natural and cultural heritage seem to look for a
wide range of different attractions and activities designed to satisfy
different needs, be they for learning, relaxation, recreation or adventure,
amongst others. Some are highly seasonal, but most can be done all year
round or in the low season as well (thus allowing the tourism season to be
extended). Some can be undertaken in a couple of hours, others need a
couple of days, and yet others may require people to stay a week of more.
The following are some examples of activities that can be developed using
natural and cultural heritage:
Nature tourism:
_ walking, hiking, cycling;
_ general sightseeing and outdoors, admiring scenery, picnicking, swimming
… ;
_ wildlife viewing : birdwatching, dear-watching … ;
_ visiting nature reserves and park visitor centres;
_ horse riding, sailing, boating;
_ hunting, fishing, harvesting (olive and wine harvest);
_ participating in nature conservation.
Adventure tourism:
_ rock climbing, mountain biking, paragliding;
_ orienteering, leadership building;
_ incentive tours (for companies).
Education tourism:
_ field courses in conservation, species identification,
rehabilitation;
_ courses in local cuisine, making handicrafts, restoration ;
_ courses in music, painting, language, photography;
_ learning about local history, art, heritage.
Culture tourism:
_visiting historical villages and cities;
_ festivals and events, banquets;
_ music, theatre, shows;
_ village life and rural life (e.g. farms, Sunday markets,);
_ gastronomy, visiting/tasting local products;
_ general sightseeing, village buildings and 'atmosphere' ;
_ visiting historic and religious monuments or vernacular buildings, ruins;
_ famous people in the region.
Normally, provided these activities are carefully planned, they should be
environmentally friendly as they are non-consumptive. However, certain
extreme forms of adventure sports, especially when 'off piste' (sight-seeing
in rural communities, mountain biking in natural reserves ect.) can be
very destructive even in small quantities. The same is true for
consumptive activities that are not properly managed or regulated
(different sports, car/motorcycle races etc.)
Some studies have indicated that the more stressful people’s working
environment is, the more they find the countryside reassuring. The less
people have a sense of direction and security, the more they seek others
who are firmly rooted in their community, the more 'industrial' the
products, the more people look for authentic situations and exchange …
Such trends are useful to monitor as they will undoubtedly influence
future market trends and opportunities of agritourism.
3. Typical tourist profiles
Creating a visitor profile of the typical nature or culture tourist is
equally difficult. So much
depends on their backgrounds and on what they are looking for once they
are on the spot. In very general terms though, it seems that mayoraty of
these tourists tend to be in the 39-59 age bracket range and are generally
better educated, have a broader travel experience, are more quality
conscious, and sensitive to environmental and social concerns. They also
regularly take holidays outside normal peak seasons. This, coupled with
the fact that Europe's population is getting older, but staying active
longer, means that seasonality should be seen as an opportunity rather
than a threat for this form of tourism.
In terms of booking their holidays, most tend to travel independently
rather than through tour operators or holiday packages (except for
ecotourists who use organised trips to help them see what it is they are
interested in). The length of stay varies depending on the time of year,
is generally around 7 days or less. As far as the choice of destination is
concerned there are no clear preferences, although the Mediterranean
remains very popular (as do areas close to the traditional tourist
destinations, no doubt because they are easier to get to, familiar and
less costly). A recent survey undertaken of brochures issued by specialist
tour operators in the UK identified almost as many destinations as tour
operators, which seems to confirm that there is substantial choice but no
obvious geographical preferences.
Because of the range of interests it may be more useful therefore to make
a distinction between the committed tourist, the interested tourist and
the casual tourist.
- The committed tourist plans a holiday so that the activity
accounts for the majority of his/her holiday time. Birdwatching, hiking,
working with nature, participating in educational courses fit into this
category. Birdwatching in particular is said to be one of the fastest
growing outdoor pastimes in the world, wildlife viewing is growing by
approximately 10-12% per annum in the international market. Whilst this
type of tourism tends to make up only a small part of the total tourism
market, it is nevertheless interesting because it tends to be quite
lucrative and is not
necessarily seasonal. These tourists also have a high level of
environmental and social awareness.
- The interested tourist plans his/her trip in order to be able to
spend some time on a particular interest without focussing exclusively on
it. They actively search for this type of attraction and choose
adestination accordingly. They also have a high level of environmental
sensitivity but in a less ‘purist’way. Walking, cycling, visiting
nature reserves, attending festivals and events tend to fall into this
category. These activities have a strong drawing power, which is important
for gaining a competitive edge and encouraging return visits. The
interested tourist is also likely to stay longer in order to try out other
activities even if this is on a more seasonal basis.
Walking for instance, is a major preoccupation for Europeans these days.
In Scotland, walking
accounts for 18% of all tourism expenditure, in 1998 the walking market
generated an estimated 1.1 million trips, during which visitors spent over
€600 million. This activity is considered to have excellent prospects
for the future - provided it is carefully developed and marketed.
- Finally, the casual tourist is unlikely to plan his/her holiday
in function of any one particular activity, but may be strongly influenced
by the sheer diversity of attractions available and by the ease of access.
These people tend to be more interested in the destination as a whole -
the social and natural environment, beautiful scenery, attractive villages,
local hospitality, with a range of things to see and do. As such it is
likely to be of most appeal to the domestic and regional
market, as well as families.
4. Market potential of agritourism
Whilst some very general indications have been given in this chapter
as to the possible
profile and tendencies of tourists interested in nature and culture, there
is clearly a need for more coordinated and large-scale market research on
this subject. The information would not only help to identify visitor
profiles and expectations, but also provide more accurate information on
the market potential for these different market segments. Whilst most tour
operators and tourism policy makers predict a sustained and continued
growth in agritourism, i want to ask about the diversification of
this market.
There is a strong tendency to more luxury touristic infrastructure (swimming
pools, TV in the room etc., high quality finishing of rural housing) and
therefore increasing weekly rates. It looks like that the standards
visitors request in rural tuscany expect (f.i. in three star hotels and
better) is becoming the niveau epected in agritourism. The same moment a
great number of people appreciate more simple housing for moderate prices
which a closer to the original spirit of countryside life – not asking
for standards they expect in hotels.
5. Benefits of agritourism and general conclusions
Italy’s rural economy has undergone significant changes over the
last fifty years. Farmers, who represent the mainstay of the rural
communities and economy have been under sustained pressure to modernise
and industrialise their farming methods, particularly over the last fifty
years. In most of rural italy, this led to a gradual but steady out
migration from the countryside. As a result, many small villages in umbria,
lazio and south italy are today struggling to remain alive despite massive
efforts by local, regional and national governments to combat this trend.
If the villages go, then so does the areas' cultural heritage, and much of
the man influenced natural heritage too.
In such an environment, agritourism as practised in tuscany, with
its spectacular marketing, presents an image of prosperity. This, together
with the increasing interest in natural and cultural heritage, could
provide a real life belt for many rural and remote areas in Europe. The
following lists some of the reasons:
- New employment opportunities: Due to its service orientation, tourism is
hard to automate, as a result it remains a very labour-intensive market,
capable of bringing in significant new employment opportunities and skills,
especially for young people. A carefull estimate also gives proof that
investions in agritourism payed back very well.
-Diversity and
stability in the local economy: Agritourism consists of a highly complex
system of activities and services, which cuts across a wide range of
sectors. As a result, tourism expenditures not only create direct benefits
for tourism-related businesses such as agritouristc structures, visitor
attractions, restaurants etc., but also indirect benefits in other sectors
such as local production of diverse local products, manufacturing and
construction. It can, for instance, increase the demand for local food
products, furniture supplies for local hotels or create new markets for
handicrafts.
-Increased income
and taxes generated by new jobs and businesses can be used to maintain
or enhance local infrastructure and services. The overall environmental
quality and access of an area may also be improved since tourists prefer
to visit attractive, clean and non-polluted places and want to have a good
infrastructure for easy access. Furthermore, agritourism can, if properly
handled, build up a sense of community spirit and cooperation and help 'put
the heart back' into a village or community.
-Conservation of
local natural and cultural heritage: Agritourism helps to develop a sense
of pride and awareness about the area’s local natural and cultural
assets. This, in turn, may encourage a greater understanding and sympathy
for their restoration and protection, and so help to ensure more funds are
channelled their way.
The list of potential benefits is impressive, but it is important to
recognise that agritourism
is not the only solution to a struggling rural economy. Forcing its development through
generalised governmental policies and funds without taking into account
the
constraints and pitfalls could prove to be disastrous. Tourism is a very
competitive and
dynamic business, based on free market principles, and dominated by
information and
promotional techniques. As a result, there is a high level of risk
involved for a relatively
low economic return, especially amongst the more specialised markets.
If rural areas are to develop tourism based on their natural and cultural
heritage they
must be able to overcome the following constraints:
-The lack of an organised structure in the tourism business: Developing a
tourism
product requires a high degree of coordination and collaboration all along
the
tourism chain.
-The lack of qualifications and training: Skills are needed in business
management,
marketing and customer care, amongst others. Yet, many people in rural
areas are
usually insufficiently trained to be able to respond to the challenges of
tourism or
to take on qualified jobs. In addition, tourism professionals are too
infrequently
used.
- Lack of support from other sectors: Public sector support is particularly important
in ensuring there is an infrastructure in place for the influx of tourists
(signposts,
roads ...) and a favourable climate for encouraging small business
enterprises.
Lack of resources and political will amongst local authorities makes it
very difficult
to initiate sustainable agritourism development. The tourist business also
relies
heavily on the cooperation and participation of other sectors, for
instance through
services or base materials, or through access to the natural or cultural
heritage on
private land.
- Seasonality: Agritourism tends to be a very seasonal activity. As a
consequence, it could take some time to pay off an initial investment and
to start making a profit. It also means that the new jobs on offer,
because of their seasonal nature and sometimes long working hours, may not
be enough to attract sufficient or qualified staff, particularly amongst
the
younger population.
- Lack of control over outside influences: Agritourism is an image industry and therefore
very sensitive to the macro-environmental and social conditions and forces
outside
the direct control of the local tourism businesses - this makes the
tourism business
vulnerable to changing fashions and trends and to negative impacts.
- Potential social conflicts: A significant influx of tourists may cause
over-crowding
and congestion, disrupt the delicate social fabric of the area and provoke
a clash of
cultures. It can also lead to inflationary land and real estate prices and
goods.
- Damage to natural and cultural heritage: Most natural areas are fragile
and can easily be damaged. This puts a limit on the number of visitors who can access the
site. If it is too high it will end up destroying the very thing that
attracts them. Cultural heritage may also suffer, especially if it is of
the immaterial kind. There is a real risk that traditions and lifestyles
become trivialised and over- commercialised which will destroy their
authenticity and value.
6. Particular issues for agritourism based on natural and cultural
heritage
The above lists the classic opportunities and risks associated with
any form of new
tourism development in rural areas. There are, however, a number of
additional factors
that should be borne in mind when dealing with natural and cultural
heritage.
- Cultural and the environmental heritage cannot be produced: They exist because
of history and geography and cannot be created easily in the short term.
This
means that destinations need to work with what they have. If their
intrinsic appeal
is low or only moderate it will be very difficult for the area to gain a
competitive
edge over other destinations. The tendency to add attractions by means of
exessive financial investments should rather be avoided. Better to
concentrate on the so called ”Compared advantages” of a region/ area. (in my scientific research i developed a practicable
approach to sensitive areas which integrate important cultural and
socio-cultural issues www.sub.uni-hamburg.de/disse/554 )
- Cultural and natural
attractions are mostly a public resource: Tourists rarely have
to pay to see nature and most of culture – e.g. to visit nature reserves,
landscapes, village architecture…. It is therefore mostly the private
businesses, who develop a derived product around this public resource,
that reap the economic rewards. But there is no automatic mechanism for
ensuring that some of this income is put back into maintaining and
enhancing the cultural and natural heritage itself. This applies even at
the level of the local authority. The additional tax revenues generated
from successful tourism are not usually allocated, as a priority, to
preserving the cultural or heritage resources. Here is a responsable local
roundtable requested.
- Damage to natural and cultural resources are extremely difficult to
measure: Tourism inevitably
impacts on the natural and cultural resources of a particular destination
but its interrelationship is extremely complex and very difficult to
quantify. There is no universal formula for determining carrying
capacities for sites (i.e. the number of people that can visit the site
without causing significant damage to it) as so much depends on the
particular circumstances of the area. A number of institutions, e.g.
various associations represented at the Reisepavilion Hannover and the ITB
Berlin have started to develop indicators of sustainability, but these are
also still in their infancy. As a result, even if there was a way to
internalise the costs of protecting and maintaining this resource it will
be very difficult to decide on how much should be allocated to it. If it
is already difficult to assess damage, it will be even trickier to
determine the cost of this damage or to mitigate against potential damage
in the development phase.
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